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Event Promotion for the 2014 FIFA World Cup is Capturing Audiences around the Globe

International Event Promotion for FIFA World Cup

There is no other sport that seems to capture as much excitement, or have as much event promotion around it, than the FIFA World Cup. The infamous soccer competition, otherwise known as “football”, started off in the 1930’s. Can you believe it’s been around for that long? For 12 exciting years, the competition was growing with fans before WWII put it on pause. After the war, the World Cup re-commenced in 1958, attracting an even bigger audience, and alternating every four years in Europe and the Americas. It wasn’t long before the Cup expanded across the world, accumulating an audience in the several millions today.

For months leading up to the game, there has been event promotion everywhere you look. No matter what team you are rooting for, there is sure to be collectible merchandise for each country available for purchase at various shops around town. You’ll notice different companies and brands promoting the game as well, each with a unique range of marketing strategies.

The FIFA World Cup has a huge amount of faithful partners, sponsors, and supporters who are more than happy to take part in the event promotion for the game. Adidas, Coca-Cola, Sony, and Visa are just a few of their partners, while McDonalds, Budweiser, and Johnson & Johnson are only a handful of their sponsors. The list goes on and on including and impressive group of national supporters. As Coca-Cola being one of FIFA’s longest standing corporate partners, they have been a huge part of event promotion for the game’s Trophy Tour. Fans are able to get an up-close view at the FIFA World Cup Trophy thanks to Coca-Cola giving away free tickets to the Tour with the purchase of their products. How cool is that? You can imagine that fans go crazy with this amazing opportunity!

Now that we’re getting closer to the game, FIFA Fan Fest in Brazil has officially kicked off as well! The festival gets fans just THAT much more excited about the upcoming competition by offering a free entertainment extravaganza every single day during the tournament. The Fan Fest has performances by Brazilian musicians and celebrates culture along with past World Cup iconic moments.

To top off the exciting celebrations, this year, FIFA World Cup and Cuban-American rapper, Pitbull, collaborated for more of the Cup’s event promotion. Although there is some controversy with Brazilians not loving Pitbull’s rendition of the World Cup song – I have to say, it’s pretty catchy!

Tigris takes part in Event Promotion for the World Cup at Toronto Eaton Centre

An interactive display will be installed at Toronto Eaton Centre for guests to get into the games! Alongside CBC and FIFA, Toronto Eaton Centre is thrilled to offer a unique World Cup experience for the thousands of shoppers, visitors and even commuters who pass through the mall daily.

The goal of this event execution is to embrace and engage Toronto’s multicultural spirit and have guests cheer on their favourite teams. TEC will “host” the games at the FIFA World Cup Viewing Lounge located in Trinity Way from Thurs., Jun 12 to Sun., Jul. 13. There will also be two additional Viewing Lounges located in the Urban Eatery and the Hudson’s Bay Bridge.

So where does Tigris come into play? Eight event staff who are, in fact, amazing soccer players have been selected as official ambassadors for this event promotion (how fitting!). Tigris has been asked to organize and manage the team, which of course, is one of our core competencies. While onsite, the staff will be responsible for engaging patrons as they visit the lounge, answer questions about the games and general mall/city related questions and get everyone pumped up for the games! It will definitely get a little crazy with all of the excitement, so the team will also be responsible for crowd control and customer service. Make sure you stop by Toronto Eaton Center over the next few weeks and check out our team working hard throughout this impressive event promotion!

Even our CHIN Bikini Contestants will Showcase their World Cup Spirit

Now, not only do our staff have their game faces ready, so do our 2014 Miss & Mr CHIN contestants! As you may have heard, Tigris has been coordinating the event rentals for this stage production annually since 2004. We are currently in the midst of our pre-promotional events such as the Media Party at Liberty Grand in Toronto, Live on City TV, Taste of Little Italy, along with the opening & closing parties for the Italian Contemporary Film Festival appearances.

At our media launch party, guests and media alike get a sneak preview of what’s in store at the picnic. We also reveal our theme for Miss and Mr. CHIN… and you guessed it, this year’s theme for the competition will be ‘World Cup’. Each contestant will be wearing custom made soccer uniforms for the first segment show and swimsuits created with soccer ball material for the infamous “bikini” segment.

We have competitors from Cuba to Newfoundland and everywhere in between this year, so naturally, they are all thrilled to be apart of the event promotion for FIFA World Cup on top of competing for the title of Miss or Mr. CHIN Bikini 2014.

So who’s gonna win the golden trophy this year at the FIFA World Cup? Which team is going to experience the overwhelming feeling of success, happiness, and ambition fulfillment? That’s an answer unfortunately we don’t have, although we do have some teams in mind 😉 Event promotion for the FIFA World Cup is second to none and it’s something we’re thrilled to be a part of!



Serena Holmes
Serena Holmes
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others. Google PLus Profile:

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